Coca Cola has many competitors, like the most famous one will be Pepsi. They spend lots of money on just keep their own product become more famous than another, which will be more profit at the middle east and Asia area. Like Pepsi did a funny joke on Coca Cola.
Also Coca Cola is an international business, the Africa and China still the two biggest potential customers. over 40% of the country still could develop by doing ads at the cities, and letting people know more and more about Coca Cola. That's why the Chinese Coca Cola CEO recruit over 20,000 new people to join the Coca Cola company and help to develop the Coca Cola into the west China, and try to make more people know about Coca Cola and in the other hand by making more profit.